ATL and BTL marketing: which is better for your business
ATL marketing refers to the traditional method of promoting goods and services aimed at a mass audience. BTL marketing, on the other hand, is targeted at a more specific audience.
Dior samplers are an example of BTL marketing. Source: dior.com
ATL, BTL, TTL
Let’s take a closer look at the definitions.
ATL (Above the Line) marketing is an approach that targets a broad audience through traditional mass media channels such as television, radio, and newspapers.
BTL (Below the Line) marketing is a more targeted and direct promotional approach. It includes activities like promotional events, direct mail campaigns, and targeted advertising.
TTL (Through the Line) marketing is an integrated method that combines both ATL and BTL tactics. By utilizing both strategies, TTL creates campaigns that reach a wide range of consumers across multiple channels.
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The traditional distinction between ATL and BTL marketing tools is becoming increasingly irrelevant in modern marketing. Previously, advertising through television, radio, and print media (ATL) was clearly separated from more personalized tools like direct marketing or promotional events (BTL). However, the rapid development of digital technologies and changes in consumer behavior have blurred the boundaries between these two categories.
Today, a comprehensive approach, TTL, takes center stage. It combines the best elements of both ATL and BTL marketing, creating a unified communication strategy. The goal of TTL is not only to increase brand awareness but also to drive specific consumer actions such as making a purchase, subscribing to a newsletter, or participating in a loyalty program.
| ATL | BTL | TTL | |
|---|---|---|---|
| Channels | Television, radio, newspapers and magazines. | Direct marketing, email blasts, promotions, events. | Social media, internet marketing. |
| Cost | High. | Depends on the number of leads. | Medium. |
| Purpose | Increase brand awareness. | Gain immediate audience response. | Combines both. |
| Effectiveness | Delayed response. | Instant response. | Instant response. |
Goals and features of ATL and BTL
ATL
ATL advertising provides broad audience coverage, enabling you to deliver a message to millions of potential consumers simultaneously. This makes it an indispensable tool for promoting new mass-market products.
Primary goals of ATL advertising:
Increasing brand awareness. ATL campaigns quickly make a brand recognizable to a wide audience, forming strong associations in consumers’ minds. The extensive reach of ATL advertising helps attract new customers and enter new market segments.
Stimulating demand. Bright and memorable advertising messages encourage consumers to make purchases.
Strengthening loyalty. A brand’s consistent presence in the media space increases trust among existing customers.
Informing about new products and promotions. ATL advertising is an effective tool for announcing new products and special offers.
Brand positioning. Through ATL campaigns, it is possible to establish a unique market position for the brand and differentiate it from competitors.
To stand out advantageously among competitors, thorough analysis is necessary. Read more in the article "Competitive Analysis: When, Why and How to Conduct."
Main features of ATL promotion:
ATL advertising is designed for mass consumption: it can be seen or heard by anyone within its coverage area.
Typically, ATL is a one-way process in which the company delivers a message to the consumer without direct interaction.
Unlike BTL advertising, which focuses on direct sales, ATL is more geared towards building long-term relationships with customers, increasing brand awareness, and boosting customer loyalty.
BTL
BTL campaigns establish close contact with potential clients and encourage them to make a purchase.
Main goals of BTL marketing:
Stimulating sales. BTL tools such as tastings, promotions, discounts, and bonuses directly boost sales.
Attracting new clients from the target audience. More people learn about the brand or product and make purchases.
Building a database. BTL campaigns gather contact information from potential clients for future marketing communications.
Presenting new products. Brands effectively introduce new products and services to the market.
Creating a positive brand image. This type of promotion fosters a favorable perception of the brand and improves its reputation.
Key features of BTL promotion:
BTL marketing has several advantages, including accessibility for companies with limited budgets and precise audience targeting.
BTL campaigns are easy to track and analyze, allowing marketers to optimize their efficiency. Additionally, BTL offers personalization opportunities, strengthening relationships with customers.
Tools of ATL and BTL
Tools used in ATL marketing:
Television advertising. This includes various formats, ranging from traditional commercials aired during designated slots to more integrated options such as logo placements, brand mentions within program contexts, or sponsorships. Having a company representative participate in a TV show is also an effective promotional tool.
The famous M&M's commercial
Radio advertising. This encompasses a wide range of formats, including commercials aired during designated blocks, program and broadcast sponsorships, brand integration into content, and interviews with company representatives. Creating proprietary radio programs is also an option.
Print advertising in media. Materials can be placed in newspapers, magazines, specialized publications, and directories.
Out-of-Home (OOH) promotion. This includes a broad spectrum of formats, such as outdoor advertising (billboards, banners), indoor placements (business centers, shopping malls), and advertisements in public transportation.
What tools are used in BTL marketing
Trade marketing. A set of measures aimed at boosting sales through collaboration with trade partners. This includes store branding, creating incentive programs for salespeople, and developing special offers for wholesale buyers.
Events. These encompass various activities such as workshops, exhibitions, and masterclasses.
Promotions. Examples include product tastings or prize giveaways.
Direct marketing. Personalized interaction with each client, aimed at establishing individual connections and encouraging purchases. This can involve personal consultations, phone calls, SMS, and email campaigns.
How is the BTL approach used in email marketing?
BTL marketing helps increase the effectiveness of email campaigns through personalization and precise targeting, leading to higher open rates and conversions. Below are examples of BTL strategies.
Welcome emails. When a user subscribes to a company’s mailing list, they are typically sent a welcome email. This is an excellent BTL marketing tool, allowing companies to establish individual contact with new customers. Such emails may include a special offer or a promo code to encourage the subscriber to make their first purchase.
Abandoned cart emails. When a customer adds items to their online cart but doesn’t complete the purchase, companies send abandoned cart emails. These emails are a form of BTL marketing as they target customers who have already shown interest in the company’s products. Abandoned cart emails remind the customer about the incomplete purchase process and include information about the items left behind. They may also feature a special offer or discount to incentivize the customer to finalize the transaction.
Abandoned cart email from Timberland
How to work effectively with abandoned carts? Read the article “How to Reduce Cart Abandonment Rate.”
Greeting emails. Companies can apply BTL marketing by sending personalized emails to customers on their birthdays or anniversaries of signing up for the mailing list. These emails can include congratulations, expressions of gratitude for loyalty, and special offers such as a discount or an exclusive gift.
Re-engagement emails. BTL marketing is also well-suited for re-engaging customers who have not been active for a while. These emails can feature a special offer, an exclusive discount, or a unique incentive to remind customers about the brand and encourage them to return.
Example of a reactivation email. Source: voucherify.io
Conclusion
ATL (Above the Line) and BTL (Below the Line) are the two main types of marketing communications that companies use to promote their products and services. ATL marketing is mass advertising aimed at a broad audience, utilizing traditional channels such as television, radio, print media, and outdoor advertising. In contrast, BTL marketing focuses on narrower market segments and employs personalized methods such as direct email campaigns, promotional activities, sponsorships, and event marketing.
In conclusion, both types of promotion play a vital role in a company's comprehensive marketing strategy. ATL advertising builds brand awareness and shapes public perception, while BTL marketing allows businesses to establish closer relationships with their target audience and drive sales. The choice of specific tools and channels depends on the campaign’s goals, budget size, and target audience characteristics.